What is service design? An interdisciplinary approach combining different method and tools from various disciplines. “Service Design is an emerging field focused on the creation of well thought through experiences using a combination of intangible and tangible mediums. It provides numerous benefits to the end user experience when applied to sectors such as retail, banking, transportation, and healthcare.” (Stickdorn 2011)
Five principles of service design thinking
- User-centred. Services should be experienced through the customer’s eyes.
- Co-creative. All stakeholders should be included in the service design process.
- Sequencing. The service should be visualised as a sequence of interrelated actions.
- Evidencing. Intangible services should be visualised in terms of physical artefacts.
- Holistic. The entire environment of a service should be considered.
service design thinking is an iterative process.
The iterative four steps of exploration, creation, reflection and implementation are a very basic approach to structure such a complex design process.
(Stickdorn 2011)
Diary Study
This research method allows participants to be active and included, it can provide a long-term insight in user behavior as a continuous monitoring of participants behavior or experience in the mundane moments in between, understanding that can be hard to gain through observation and interviewing. A diary study can be appropriate when conducting a human-centered design or UX research project. It serves as a complement to for example interviews or observations.
Emotional Journey
This method can be used to map the emotions of a user during its different stages throughout the journey and interactions of a service or product. The journey is mapped out and then emotions are represented through visualisations or explanations. It can be focused on certain scenarios or include an entire journey. It can help form a better understanding for the user and their experience.
I know this is used in the regional healthcare system in Kalmar for example, to create better experiences for patients during hospital visits, but also to extend the service beyond the premises of the actual hospital. It can be about how the patient feels when coming home after a visit and how to reduce anxiety in waiting for test results.
This seems like an empathetic method that can be appropriate for projects beyond profit needs.
Service Safari
The service safari is basically spending time in the user’s shoes, experiencing the journey from a user perspective. That can later be put in perspective and be documented in a journey map for example. The service Safari provide insight and help to form a better understanding of the service and the user journey. Step-by-step interaction throughout the journey can help navigate any situation that might need reviewing.
ASCOM by InUse
https://inuse.se/case/smart-phone-makes-life-easier-nurses/
References
Stickdorn, M., Schneider, J., Andrews, K. and Lawrence, A., (2011) This is Service Design Thinking: Basics, Tools, Cases [ebook], Hoboken, NJ: Wiley. Available from: https://falmouth.primo.exlibrisgroup.com/discovery/fulldisplay?docid=cdi_proquest_ebookcentral_EBC2095550&context=PC&vid=44FAL_INST:44FAL_VU1&lang=en&search_scope=MyInst_and_CI&adaptor=Primo%20Central&tab=Everything&query=any,contains,service%20design%20thinking&mode=Basic (Links to an external site.)